THE RISE OF THE SAVVY CONSUMER; EMERGING

STRATEGIES, DECISION MAKING BEHAVIOUR AND

MARKETING IMPLICATIONS

GILLIAN DALGLEISH

NAPIER UNIVERSITY, EDINBURGH

Dissertation Submission for the award of BA (Hons)

BUSINESS STUDIES WITH MARKETING MANAGEMENT

DECEMBER 2006

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 Declaration

I declare that the work undertaken for this BA Dissertation has been undertaken
by myself and the final Dissertation produced by me. The work has not been
submitted in part or in whole in regard to any other academic qualification.

Title of Dissertation:

The Rise of the Savvy Consumer; Emerging Strategies, Decision

Making Behaviour and Marketing Implications

Name (Print):___________________________________________

Signature: _____________________________________________

Date: __________________________________

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 Abstract

The purpose of this dissertation was to discover and draw conclusions on the extent to
which consumers are becoming more marketing-savvy, to identify and analyse their
decision making strategies and to consider the marketing implications to the Savvy
Consumer. In order to meet this aim a number of objectives were set. In meeting these,
the author identified numerous issues to obtain an understanding of the knowledge of
marketing that these consumers possess.

This dissertation critically examines the existing literature surrounding the increase in
knowledge and power of consumers toward marketing, the changes in their behaviour and
the effects this has on marketing. The data considered in the secondary and primary
research took the form of four areas of interest; The Rise of the Savvy Consumer, The
Internet, Product Choice and Brand Perception, and Advertising Scepticism.

Two forms of research were used to collect primary data from a wide age range of
consumers. Semi-structured interviews were used on a one-to-one basis and in a group
discussion form. The respondents’ perceptions and reasoning were evaluated and linked
to what had been found from previous literature highlighting similarities and differences
to draw conclusions. It was revealed that there is an emerging group of consumers today
who are wiser and savvy toward marketing and have a reasonable understanding of
marketing strategies. They are becoming more informed and better able to judge the
merits of marketing and products.

A number of reasons were debated regarding the changes mainly the utilisation of and
information available via the internet, disbelief of advertiser and marketer claims,
confidence in experience and society encouragement. It is thought that this trend will
continue to unfold as more and more consumers’ uptake the use of the internet and that
its implications for marketers should be recognized and considered.

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 Acknowledgements

I would like to convey my deepest thanks to the following people who have assisted me
in the writing and completion of this dissertation:

• Dave Marsden, for his continuous support and guidance in the researching, writing
and compilation of this dissertation.
• All participants for taking part in my interviews, giving their time to answer my
questions and contributing to this dissertation.
• My family and friends for supporting and encouraging me throughout the whole
process.

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 Contents

Chapter One ~ Introduction ........................................................................................................................ 7

1.1 Introduction...........................................................................................................................................7
1.2 Background...........................................................................................................................................7
1.3 Rational for chosen topic ......................................................................................................................8
1.4 Aim .......................................................................................................................................................9
1.5 Objectives .............................................................................................................................................9
1.6 Summery of Methodology ..................................................................................................................10
1.7 Summery of chapters ..........................................................................................................................10
Chapter Two ~ Literature Review ............................................................................................................ 11
2.1 Introduction.........................................................................................................................................11
2.2 The Rise of the Savvy Consumer........................................................................................................11
2.2.1 Background .................................................................................................................................11
2.2.2 Savvy Consumer Behaviour........................................................................................................14
2.2.3 Age of the Savvy Consumer .......................................................................................................15
2.2.4 Marketing to the Savvy Consumer..............................................................................................16
2.3 The Internet and World Wide Web.....................................................................................................17
2.4 Product Choice and Brand Perception ................................................................................................19
2.5 Advertising Scepticism .......................................................................................................................20
2.6 Recommendations from Previous Literature ......................................................................................22
2.7 Summery of Chapter...........................................................................................................................22
Chapter Three ~ Methodology .................................................................................................................. 23
3.1 Introduction.........................................................................................................................................23
3.2 Previous Research...............................................................................................................................23
3.3 Qualitative Research...........................................................................................................................24
3.5 Pilot.....................................................................................................................................................24
3.6 Sample Strategy ..................................................................................................................................25
3.7 Interview Technique ...........................................................................................................................26
3.7.1 One-on-one Interviews................................................................................................................27
3.7.2 Group Discussion........................................................................................................................27
3.7.3 Recording of Information............................................................................................................28
3.8 Analysing Qualitative Data.................................................................................................................28
3.8 Limitations..........................................................................................................................................29
3.9 Summary of Chapter...........................................................................................................................30
Chapter Four ~ Findings............................................................................................................................ 31
4.1 Introduction.........................................................................................................................................31

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 5.2 Marketing Awareness .........................................................................................................................31
5.3 The Savvy Consumer..........................................................................................................................32
5.3.1 Experience...................................................................................................................................33
4.3.2 Teachings / Society Encouragement ...........................................................................................33
4.4 Perception of Marketing .....................................................................................................................34
4.4.1 The Suspicious ............................................................................................................................34
4.4.2 Use of Marketing as an Awareness Tool ....................................................................................35
4.5 Internet................................................................................................................................................36
4.5.1 In depth Researchers ...................................................................................................................36
4.5.2 Occasional Browsers...................................................................................................................37
4.5.3 Rare Situation Searchers .............................................................................................................37
4.5.4 Price Checkers Enquirers ............................................................................................................38
4.6 Product Choice and Brands.................................................................................................................39
4.6.1 Product Attributes and Choice ....................................................................................................39
4.6.2 Brand Perception.........................................................................................................................41
4.7 Advertising Scepticism .......................................................................................................................43
4.7.1 Advert Questioners .....................................................................................................................43
4.7.2 Wary Viewers .............................................................................................................................44
4.8 Summery of Important Findings.........................................................................................................45
4.8.1 Age Differences ..........................................................................................................................45
4.8.2 Gender Differences .....................................................................................................................46
Chapter Five ~ Discussion and Conclusion .............................................................................................. 47
5.1 Introduction.........................................................................................................................................47
5.2 Discussion...........................................................................................................................................47
5.2.1 The degree of the Savvy Consumer ............................................................................................48
5.2.2 Profile..........................................................................................................................................50
5.2.3 Strategies Developed and Used...................................................................................................51
5.2.4 Implications for Marketing .........................................................................................................53
5.3 Conclusion and Final Thoughts ..........................................................................................................55
5.4 Limitations..........................................................................................................................................57
5.5 Recommendations for Future Research ..............................................................................................57
References ................................................................................................................................................... 59
Appendices .................................................................................................................................................. 62
Appendix 1 ...............................................................................................................................................63
Appendix 2 ...............................................................................................................................................64
Appendix 3 ...............................................................................................................................................65
Appendix 4 ...............................................................................................................................................66

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 Chapter One ~ Introduction

1.1 Introduction
The aim of this chapter is to set out the overall purpose of this dissertation. It will
provide background information on the concerned area of research considering previous
literature and justification as to why this topic was chosen by the author for further
research. Specific aims and objectives of this study will also be outlined.

1.2 Background
The world is ever changing and so is the marketplace. Consumers are changing; their
requirements, attitudes, opinions and behaviours all being shaped by the environment in
which we live. These changes in society, culture and technology all have an effect on
what consumers buy, how they buy and when they buy. One growth from this changing
environment is what the author terms ‘the Savvy Consumer’. This dimension of
consumer is more aware of and savvier to the marketing tactics employed by marketplace
and is rising up to challenge today’s marketers. As explained by Brown (2004)
sophisticated marketing-savvy consumers today are making marketers jobs ever
increasingly more difficult. These sophisticated consumers are very canny, very choosy
and very smart when it comes to marketing. According to Brown (2004) the vastly
increased knowledge of marketers and the marketing system leads consumers to look
behind the message to see what the marketer is really up to: “They are conscious of the
pitcher behind the pitch, the producer behind the product, the campaigner behind the
campaign” (Brown 2004 pp.62).

Mintel (1998) reports on ‘The Sophisticated Consumer’ concerning strategies consumers

use in their decision making behaviour, showing up many implications these
sophisticated consumers cause for marketing. For example sophisticated consumers tend
to demand that branded products justify the premium price they charge over own label

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products. This suggests that brands are becoming less important except if there is a
strong perceived benefit compared to others.

An issue contributing to this emerging Savvy Consumer is improvements in

communication and information technologies. The internet and World Wide Web, as
Urban (2004) points out, has been a great enabler of increasing customer power, leaving
people more educated and informed than ever before, giving them a simple and quick
way to compare products and services. This enables consumers to gain their own
information and feel they have discovered for themselves. More widespread television,
newspaper and magazine coverage of marketing and business operations brings the trade
‘secrets’ to the attention of consumers making them more aware of the tactics used in
marketing. There is also more information about consumers’ rights resulting in
consumers being able to demand better. As many markets are becoming saturated,
marketers have to try harder to compete for customers. This results in consumers gaining
more power over companies allowing them to negotiate for more than what the
competition can offer.

These well informed consumers are able to judge the merits of products, services and the
marketing communications that accompanies them. However intriguing the
communication, savvy consumers are not easily taken in and are becoming more and
more sceptical about marketing messages and product / service performance. According
to Urban (2004), many marketers’ tactics are loosing their effectiveness. These
“educated consumers expect companies to do more and more to delight them” (2004
pp.77). Similar to Brown (2004) and Proctor and Kitchen (2002), Urban (2004) sees
these savvy consumers to also have become suspicious of any incentives and deals the
seller may have.

1.3 Rational for chosen topic

Lately there has been great interest surrounding marketing and the business environment
in newspapers and TV programmes and it is apparent that consumers are wiser and more

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aware of marketing than before. The author has developed an interest into gaining a
more in-depth understanding of what consumers think of marketing and how consumer’s
behaviour changes because of this. Most current literature, as far as the author is aware,
focuses more on advertising alone when looking at consumer’s attitudes to marketing or
considers it from a postmodern or internet, technological point of view. This dissertation
strives to identify and explore this rising consumer category across those fields of
research.

1.4 Aim
The aim of this dissertation is to identify the extent to which consumers are becoming
more marketing-savvy, to identify and analyse their decision making strategies and to
consider the marketing implications of this new category of consumer

1.5 Objectives
The author seeks, in this dissertation, to achieve the following objectives:

o Establish the degree to which consumers are becoming more marketing-savvy, wise
and perhaps becoming more sceptical towards marketing.

o Identify the strategies used by these consumers to make informed decisions and
purchases and how they block out many marketing messages.

o Examine the future implications for marketing and consider how marketers can stay
ahead of, and successfully market to, these marketing-literate consumers.

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1.6 Summery of Methodology
Primary research in the form of semi-structured interviews was carried out on this
research topic. Twenty consumers were interviewed, ten from each of the age quotas; 18-
25 and 35-60 years-old. The interviews took two forms; single interviews with the
participants from the older quota plus three of the younger participants. The remaining
younger participants formed two group discussions. The objectives of those interviews
were to determine the participants understanding and opinions of marketing and to
uncover changes in their behaviour that aided their decision making processes.

1.7 Summery of chapters

This chapter covered some background information to the research topic, highlighting the
reasons for the chosen topic and outlined the aim and objectives of this dissertation.

The second chapter provides a review of the literature combining the fields of research,
collecting and analysing the main theoretical ideas underpinning this topic. The literature
is split into four clear areas of interest to the author which then provides the structure for
the dissertation to follow.

Chapter three discusses the methodology used in the research to investigate the topic.
Previous studies where reviewed to assist the design of the research method and
limitations of the research method discussed.

Chapter four outlines the findings from the primary research demonstrating the opinions
and perceptions of the research participants. Differences in age or gender to responses
and important findings are highlighted.

Chapter 5 provides discussion of the findings from the research in comparison to the
theoretical ideas identified in the literature review. Finally, conclusions are drawn as to
whether the aim of the dissertation was met and whether the objectives were achieved.

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 Chapter Two ~ Literature Review

2.1 Introduction
The aim of this chapter is to review the current literature concerned with changes in
consumer attitudes and behaviour towards marketing, specifically that which considers an
increase in consumer knowledge in relation to the marketplace. It seeks to discuss the
reasons / causes identified for the ‘Rise of the Savvy Consumer’, the technology
responsible for the increase in availability of information and product choice that has
allowed this and consumer’s discernment toward advertising.

The literature considered is primarily concerned with advertising, internet technology and
elements of postmodern marketing individually. Together with consumer behaviour
aspects, this chapter, as does this whole dissertation, attempts to gather, synthesise and
evaluate literature from these distinct fields of interest. This chapter pulls the main points
from all the literature read and categorises it into four main areas; The Rise of the Savvy
Consumer, The Internet and World Wide Web, Product Choice and Brand Perception and
Advertising Scepticism.

2.2 The Rise of the Savvy Consumer

2.2.1 Background
Today, firms in the UK are said to be dealing with well-educated, streetwise, savvy,
sophisticated audience. According to Brown (2004), irrespective of level of education,
consumers are becoming more informed and well able to judge the merits of products /
services and the marketing that accompanies. Consumers in these affluent societies are
conscious of the TV, radio, media adverts, direct mail, public relations, promotions all
aimed at the underling motive of moving merchandise (Brown 2004).

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According to Proctor & Kitchen (2002) marketers need to think again about marketing
strategies and tactics deployed as current methods of marketing are fast becoming
obsolete, as consumers wise up to the marketing departments. This increase in consumer
knowledge of the marketplace, Clemons and Spitler (2004) say, is due to explosion in the
amount of publicly available information from a wide range of sources. Marketers may
have in the past been on top of their game but over the years consumers are beginning to
wise up to their methods and rise to their level. Marketers will have to up their thinking
to get back ahead of the Savvy Consumer.

Urban (2004) agrees that marketing tactics have been losing their effectiveness,
particularly as the power of consumers to make product selections and decisions to best
suit their needs, continues to grow. Urban (2004) believes this is due to digital
technologies such as the internet providing tremendous amounts of information direct to
the consumer, making smarter shoppers. The internet, along with many other sources of
information has proved to be a great enabler of customer power, leaving people more
educated and informed than ever, allowing them to avoid pushy marketers and make their
own decisions leaving them more in control. Consistent with Proctor and Kitchen (2002)
and Urban (2004), McLagan (2005) believes old marketing doesn’t work anymore, also
holding accountable, the internet for creating a consumer who is informed, market-savvy
and demanding of marketers. Naming this new consumer the catalytic consumer,
McLagan (2005) describes how they are disrupting marketing. Equipped with search
engines, blogs, sky / cable channels, satellite radio and SMS / instant messaging they
have learned to search for the information they want, through their own channels and at
their own time.

Considering why consumers now feel the need to be wiser and discerning about the
marketplace and purchases, Birchall (2006) suggests that some explanation may lie in
consumers responding to ever increasing energy prices, interest rates and fuel prices by
making spending cut backs. Consumers are both savvier toward marketing environment
because of tight finances and because they want to feel they have an advantage over the
marketer. Mintels (1998) study found consumers to control their spending not because of

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money but to feel as if they have had power over the marketers and beaten the marketing
system. The Savvy Consumer may not need to watch their purchases because of financial
reasons, they may simply like to feel they have control over their decisions not being
heavily influenced by marketers, but the increasing costs of living will have had an effect
on most consumers’ behaviour.

Consumer’s interest of marketing in general has increased, as marketing now floods daily
life and generates great media interest. Mintel (1998) found respondents to be familiar
with and use words from the marketing vocabulary for example ‘launches’ and
‘campaigns. Words like these it could be assumed will be even more widely used and
understood today compared with Mintel’s publication date. Marketing and business
strategy is well documented into the general publics eye informing and educating
consumers as to the motives and tactics behind the adverts on the television, the offers in
stores and the other strategies used everyday by marketers. These programs account on
marketing consumption, shopper psychology, articles from Sunday newspapers of
breaking ad campaigns and impending pitches, all reveal the inner workings of the
marketing departments. For example Channel 4’s online Secrets of Savvy Consumers
(Channel 4, 2006) which tells of 10 ways to outsmart the marketing men and
youthejury.com that aims to inform consumers how to get what they want and for cheaper
and to not succumb to marketer’s tactics. TV programmes such as The Apprentice also
give insights behind the businesses trying to sell their products to you.

As a result of this increase in knowledge consumers no longer read adverts innocently but
look behind them to see what the advertiser is up to, conscious Brown (2004) states, of
what is behind the campaign. Consumers have began to be more sceptical of marketers,
to look deep into ads, special offers, and other campaigns to attempt to find out what the
marketer is up to, looking for some ulterior motive. Although they have an appreciation
that the underlying motive is to get them to buy their product, consumers are beginning to
feel there is more to it. Furthermore, these savvy consumers are in on the tricks of the
trade, well aware of the tactics marketers use to get them to buy their products.
Conscious of the use, for example of popular celebrities to make them desire

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products/lifestyle; humour/music to help them like and remember the ad; so called special
offers to make them buy products along with many others to get the required response
from consumers.

2.2.2 Savvy Consumer Behaviour

Consumers today are bypassing traditional delivery channels - retailers, mass media in
search of quality, value, convenience and personal fit in products and services. This
disintermediation is fuelled by people’s desire to feel more in control of their purchases.

For some time many consumers have been subscribing to consumer magazines such as
Which? to research product types and retailers before making a purchase. These
magazines are now also being used according to Mintel (1998) for general interest and
reviews of products and price variations. Consumers are developing a greater active
interest in keeping up on product reviews, improvements and brand reports.

Shopping around has become more and more common as many consumers go around
several retailers to see which products are available, what are recommend for them and
the price or extras that come with the purchase. This is time consuming and can be a
slow process. The internet however, has opened up possibilities and consumers can now
shop around without leaving their home. Many consumers do not take at face value what
the sales people or company websites say because they are suspicious of their motives
and doubt their complete integrity, so will use independent websites where they believe
they will get unbiased information. Mintel (1998) identified that some consumers
preferred independent retailers, believing that they got more sound advice from them than
the big chain stores. They also acknowledge that they sometimes use the independent
retails for their advice then make the purchase from a cheaper outlet. This is an example
of how consumers are working the marketing / business environment to their benefit.

When it comes to sales, consumers can be aware that they may not always be as they
seem. For example items not having genuine reductions or products being items brought

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in just for the sale, and closing down sales that never seem to end. Mintel’s (1998)
respondents were eager to point out that they were not fooled by this but they were taking
advantage of the lower prices anyway. This highlights the fact that consumers are willing
to go along with and acknowledge certain aspects of marketing as long as there is a
benefit to them.

Characteristics of the Savvy Consumer were identified by McLagan (2005) to be;

- They use technology to make information an everyday resource, filtering the flood of
messages to find what they need and shut out the rest.
- They know their value to marketers and look for their gain from them such as reward
programs, coupons, contests and other online promotions.
- They know that they have the “ultimate power” that they control what they give their
attention to.

Additional characteristics have been identified throughout the authors reading of current
literature and are summarised in appendix 1.

2.2.3 Age of the Savvy Consumer

Several authors have considered the attitudes and behaviours of the Savvy Consumer
none however have compared this over distinctive age groups. Each author looks at one
or two generations in turn with little comparison over all. This section attempts to
compare their findings across differences in age.

According to Spero and Stone (2004) teenagers push the boundaries of a product to the
extent that they can highlight the limitations of what it can achieve, pushing up
expectations, especially with regards to technology and the internet of which they have
grown up around. Although the older population is also taking the internet by storm,
teenagers adapt to technology much quicker and easier. Assumptions can be made that as
these teenagers grow to become young adults and then the older generation, they will take

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these high expectations and technological knowledge with them, becoming savvier than
previous generations. This cycle will continue through the generations pushing up
expectations making the marketer’s job more difficult. Teenagers are also more in
control of accessing and digesting information, according to Spero and Stone (2004), they
know when they are being sold to and providing the message is relevant and perceived as
good value, they can filter out the sales speak.

Contrary to Spero and Stone (2004), Wolfe and Sisodia (2003) believe that the older
generations are harder to market to. Traditional marketing of successfully pushing
product features and benefits in product messages works with young minds as they are
more easily engaged by quantifiable attributes than by the less tangible, whereas the older
mind, that currently dominates the consumer marketplace, tends to be less responsive to
product features and benefits than they were in younger years which Wolfe and Sisodia
(2003) term “the customer experience”.

Freeman (1995) as cited by Roberts and Manolis (2000) agree with Wolfe and Sisodia
(2003) and label Baby Busters (those born between1965-1978) as media savvy and the
most consumer wise generation ever. They are consumer savvy and understand the
purpose and value of marketing activities and see it as playing an important role in
society. Busters are dealing with important quality of life issues which include balancing
financial concerns, it is this Roberts and Manolis (2000) believe has led members of the
baby boomer generation to look on marketing with some scepticism.

2.2.4 Marketing to the Savvy Consumer

Savvy consumers are irritated by the cunning in which consumers can be seduced but
have recognition of the brilliance of how it can be done. This shows the Savvy
Consumers ability to appreciate marketing as well as be frustrated by it. A Savvy
Consumer is not naive enough to believe that marketing of any form is not required but
recognises it may be becoming redundant in targeting many consumers in its current
form.

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A focal point is consumers’ scepticism which has developed over time as a result of
interactions in the marketplace that have led them to disbelieve or mistrust claims.
Marketers and advertisers in response have developed strategies in an attempt to reach
these consumers through emotional appeals etc where belief or acceptance of claims is
not required. Marketing, especially advertising increasingly makes use of stories to get
consumer’s attention and get them to remember the product better than purely
informative advertisements. However, just because adverts make people remember the
product through stories or humour, doesn’t mean than that it will necessarily boost sales
by encouraging them to purchase the product. Wolfe and Sisadio (2003) consider that
putting an emotional connection in with the product benefits helps the consumer relate
their life to the product experience not just the benefits it would bring. Differing,
Obermiller et al (2005) say the savvy types of consumers prefer straightforward, direct,
informative ads and may be more vigilant of overly manipulative attempts of advertising
or marketing. This considers the methods successful marketing will use to raise the
standard of marketing messages to meet the level of sophistication of the Savvy
Consumer. Brown (2004) suggests – “the ultimate aim is to get marketing-savvy
consumers talking about the savvy marketing campaign and the marketing-savvy talking
about being talked about by the marketing-savvy media”.

2.3 The Internet and World Wide Web

The main issue consistent throughout the literature surrounds the contributing factor to
this emerging savvy consumer being the rise in internet technologies. The internet and
world wide web, as Urban (2004) points out has been a great enabler of increasing
customer power, leaving people more educated and informed than ever before and giving
them a simple and quick way to compare products and services. The internet has
produced “a network of empowered consumers” (Internet Advertising Bureau, 2006), it
gives them the power to find information at the click of a mouse to share opinions and
seek information from fellow users and access price comparison sites. There are now
over 30 million people online (Internet Advertising Bureau, 2006) and the UK is now

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said to be a nation of “broadband-connecting, internet-loving enthusiasts, using the
internet for a vast array of activities whether young or old”.

The internet provides various means of access to information from company websites, to
comparison websites, search engines and blogs. Comparison websites allow consumers
to compare different brands, models etc not only by price criteria, but product
specification, through an independent medium that is trusted to provide more impartial
information for a consumer to base there decision. Consumers can simply open up their
internet browser; go to a search engine such as Google and type in the product they are
concerned with. The search engine then brings up various links from the manufacturers
websites to comparison sites such as Reviewcentre.com, where the consumers can access
customer reviews and find out where they can buy the product. It is then up to the
consumer whether they initiate contact with the company. Importantly consumers have
to feel in control, they have to feel they have found the link to what they’re looking for or
that they have spotted some offer online via the search engines or emails.

The internet is redefining the marketplace, it has shaped consumers to be meticulous in

researching their purchases using product criteria, specifications, terms and price, before
the final decision is made. Urban (2004) provides and example of 60% of car buyers now
use the web to research models before making a final decision. The appealing factor in
using the internet is that it provides a quick easy means of comparison. The majority of
consumers (Internet Advertising Bureau, 2006) use the internet as an integral part of their
decision-making process. Van Dijk, Laing and Minocha (2006) go further to propose that
consumers use the best mix of channels to suit their needs. Their study considered
whether the increasing use of online services is an alternative to conventional methods or
an addition to. Consumers today tend to pull the various resources available to them
engaging them into their decision-making processes. As the internet has increased speeds
with the innovation of broadband, consumers can now search a broader number of
sources even faster. The study showed that although many participants expressed their
preference for the internet as a first port of call, it observed that conventional channels
such as shopping around and magazines were still frequently utilised.

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2.4 Product Choice and Brand Perception
People today are less satisfied because of their higher expectations with the core benefits
of the products and are demanding more and more additional features, be it add on’s,
extras, insurance, image etc to separate them from the competition. These extras may
also be expected now by consumers to be part of the package and expect no less.
Clemons and Spitler (2004) explain that consumers in the past having been willing to
make compromises, accepting that a product was adequate for their needs even if it did
not meet any desire or craving. Equipped with all the information necessary, consumers
can find what products are available and asses how well it fits their desires as well as
their needs. Savvy consumers know how to use the information they collect to get
exactly what they want and to negotiate with product / service providers.

Contrary to Proctor and Kitchen (2002) who believe that consumers, being faced with
more variety and choices are overloaded and confused and are doubting what they really
want maybe not even knowing what they want; it can be questionable that with more
choice and more unbiased information available that consumers are in a better position to
make informed product selections. Having more to chose from more variety, from a
more fragmented marketplace can be beneficial to consumers or it could leave them more
confused and unsure.

As the power of consumers continues to grow it allows them to make product selections
that are best for their needs and not having to take the first of what is offered to them.
Cova (1996) whilst reporting into what post modernism means for marketers, identifies
that with certain products, functionality is beginning to be taken for granted by
consumers and that more emphasis is being placed on the aesthetics of the product. This
may mean that consumers have higher expectations of the basic product itself, as well as
the marketing methods that accompany it. For the Savvy Consumer quality has to be
high even regardless of price. Even low end market or basic products are still expected to
meet a certain standard. This is leading to an up rise low market stores such as Matalan
and George at Asda where consumers are swapping or matching their top designer brands
with these low end products. They are more open to trying unbranded products,

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questioning the actual benefits of these leading brands compare with unbranded products.
Brands according to Raymond (2004) are been increasingly frowned upon by consumers.
He suggests that consumers are beginning to question how fair brands are to them or to
what extent they can trust them. Also he proposes that consumers are now less satisfied
with big brands and are sceptical as to the motives of these brands believing that they are
now more interested in profits and squeezing out competition rather than focusing on
meeting their needs.

2.5 Advertising Scepticism

“Marking that works is less about a products features and is more about its linkage with
dreams of who people want to be, what they want to do, feelings they want to have and
feelings they would rather not have” (Wolfe and Sisadio, 2003, pg 567). This implies
that marketers today are not selling you ‘things’, but total life experiences. Gone are the
days when adverts concentrated on informing you about a product, marketing claims now
appeal to the emotional side of consumers rather than the practicalities of the product
itself. Mintel’s (1998) research discovered their respondents to be aware of the changes
in advertising methods that have occurred over time, believing that advertisers’ messages
have become more subliminal over the years. A trade respondent for Mintel’s research
considers whether having more media-literate consumers makes them harder or easier to
market to;

“….because consumers are more likely to follow and understand adverts; they can carry
more sophisticated messages about the product….emotional messages about owning the
product not just the practical side.” (Mintel, 1998, p44)

Mintel respondents also comprehend that some ads attempt to manipulate their behaviour,
“they’re trying to make you need to try something” (1998, p45), but still feel vulnerable
to the subconscious effects of ads. They also showed an awareness that a strong
competitive market means that advertisers and marketers are have to work harder than

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ever, developing more original and creative ads than before.

Mintel (1998) furthermore identified that consumers are becoming more likely to
question what advertisements tell them. They no longer accept that because the ad says
the product works like so, that it actually will. This is most likely due to experience over
time of testing products and them not living up to the standards portrayed in the
advertising. Consumers admitted that ads, although they may make them try a product
once, that they would only make a repeat purchase if the product met the promise from
the ad.

Boush et al’s (1994) research found that disbelief of advertisements reflected perceptions
of truth of advertiser claims and that mistrust of advertisements stems from suspicion of
advertiser motives linking to consumer’s knowledge of advertiser tactics. Suggesting that
having higher levels of knowledge about advertiser and marketing tactics results in
consumers being more sceptical about advertising and marketing. Boush et al (1994)
discovered that as children move into adolescence they have already developed a basic
understanding of advertisers as persuasive agents and some general attitudes towards
advertising. Boush et al considers that scepticism towards advertising will increase with
age during early adolescence and that scepticism is positively related to knowledge about
advertiser tactics

Obermiller et al (2005) suggests that disbelief may be one way consumers cope with
persuasive attempts in advertising, claims that are difficult to substantiate and to sort
through the mountains of messages they receive everyday. In 1994 Calfee and Ringold
reported that “two thirds of consumers say they doubt the truthfulness of ads” Obermiller
et al (2005) support this and add that consumers are socialised to be sceptical toward
advertising. This, they suggest, results in consumers using other sources of information
they believe to be less bias or exaggerating and ignoring ads.

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2.6 Recommendations from Previous Literature
Roberts and Manolis’s (2000) study was concerned with comparing and contrasting
consumer attitudes and behaviour across the Baby Boomer and Baby Buster generations
focusing mainly on advertising. They recommend further research efforts in this area
should focus on how general attitudes toward marketing and advertising effect consumer
behaviour in relation to more general areas of marketing. Also to identify the factors that
shape these attitudes and the behaviours developed that affects advertising and other
marketing strategies.

2.7 Summery of Chapter

This Chapter has highlighted the main areas and key points identified from previous
literature on the subject matter. It has sought to provide the basis on which this
dissertations research is based. The literature read has been sectioned into four main
topic areas; the rise of the Savvy Consumer, the internet, product choice and branding
and finally advertising scepticism in order to provide a structure in which the dissertation
will follow.

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 Chapter Three ~ Methodology

3.1 Introduction
This chapter will discuss the primary research designed and conducted in this
dissertation. Previous studies in similar areas were examined to decide the most effective
ways to undertake research in order to meet the aim and objectives of this dissertation.
The research method chosen is then explained with the authors own justification,
following which the pilot is explained and what conclusions were derived from it. Next
the sample strategy will be explained followed by a description of the interview
techniques used. Finally the process for analysing the gathered data is detailed and
limitations of the research confronted.

3.2 Previous Research

Both Mintel’s (1998) report into the “Sophisticated Consumer” and the report “Selling to
and profiting from the knowledgeable, Sophisticated Consumer” (2002), were concerned
with the age group 18–50 year olds, used a combination of qualitative and quantitative
methods such as Likert-scale statements, agree or disagree statements providing data
across gender, age and socio-economic groupings. Focus groups were held to discuss
opinions of marketing using probing questions to get the respondents to explain the
reasons for their answers. Mintel’s research was felt to be of great relevance to the
authors own ideas for this research in terms of sample, and method. Roberts and Manolis
used Boomers 1946-1964 (42-60 year olds) and Busters 1965-1976 (41-30yrs) in their
study to measure attitudes between the two age groups using a 12 item scale developed
by Keown (1982) to measure attitudes using likert-scale responses.

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For the purposes of this dissertation the author believes the best method for conducting
this research was using a similar approach as Mintel (1998, 2002) by collecting
qualitative data using open and probing questions and gaining examples to explain the
reasons from a wide age range of respondents.

3.3 Qualitative Research

Exploratory studies according to Robson (2002) are a “means of finding out what is
happening and to seeking new insights” (as cited in Saunders et al 2002, p96). When
undertaking exploratory research, qualitative methods are most useful as it focuses on
uncovering and understanding a person’s behaviour (Ghauri & Gronhaug 2002). As the
intention of this dissertation was to identify the behaviours and reasoning of the Savvy
Consumer it was felt the data collected needed to be of a qualitative nature.

Originally it was thought that the data for this study would be collected via interviewer
administered questionnaire to allow structure of questions but the ability for some
flexibility in asking additional and to seek further explanation. However whilst piloting
the questionnaire several problems were identified, which will be explained in the next
section.

Consequently it was determined that the best method to carry out this research was semi
structured interview in which respondents were shown a document with the behaviour
characteristics of the ‘Savvy Consumer’ as identified from the previous literature. The
interview then took the form of a discussion around those behaviours and sought
examples and opinions from the respondent covering the various issues from the
literature as explained in section 3.7.

3.5 Pilot
Whilst carrying out a pilot on drafts of the questionnaire on four people, it was
discovered that this was ineffective difficulties being found in devising a set of questions

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in which the respondents understood what was being asked of them and could answer. It
was felt that the questionnaire was thought provoking enough and was requiring too
much input and interaction from the researcher. It was clear that participants were going
to have to be given more information as to the intention of the research and what it was
looking for which led to the use of interviews so the conversation could flow more freely
and gain more valuable responses.

The author also piloted the interviewing technique using a visual aid of Savvy
Consumer’s behaviour characteristics, (see appendix 2) to a further four people to test the
interview technique. The intention was to ensure the participants could relate to the
characteristics derived from previous literature and relate them to their own behaviour
providing suitable examples that would meet the research aim and objectives. The
participants in the pilot interviews consisted of three people that fell under the ‘younger’
quota and one from the ‘older’ quota of the sample which highlighted that the older
consumers had a better understanding of the questions and with more to offer on the
subject.

3.6 Sample Strategy

For this research the inability to construct a sampling frame meant the sample could not
be chosen statically at random (Saunders et al 2003). However, responses can still be
generalised on non-probability samples about the population just not on statistical
grounds (Saunders et al 2002). The author’s intention was to gain information on an
emerging group of consumer’s thoughts and behaviours as non-probability samples are
used when gaining insights into a phenomenon in qualitative research (Ghauri and
Gronhaug 2002).

Quota sampling was used based on age categories of 18-25 and 35-60 years old to allow
comparison of attitudes and behaviours between younger and older generations. Mintel's
(1998) research was the only study, considered by the author, where findings were

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distinguished between genders, however there proved not to be any great divide between
gender in terms of response or attitude, therefore gender was not built in to the sample
strategy although the author remained attentive to any gender differences in the findings.

From the pilot it became apparent that the older segment of respondents had more
opinions and experience to share with the researcher more openly providing examples.
The younger segment it was felt were harder to conduct individual interviews on as they
seemed to have less confidence in their opinions and had less to say. As a result of this it
was decided that the younger respondents would be targeted by holding a group
discussion, as the combined thoughts and examples would lead to further discussion
amongst the group. The group discussion technique is explained in more detail in the
next section.

20 respondents were gained in total; seven students were used in two group discussions
and 10 older respondents participated in the individual interviews plus three younger
respondents. From the previous literature read there was no given profile of a Savvy
Consumer therefore the author thought that respondents who were easily accessible and
willing to partake in the study would be randomly chosen by the author, provided they
were within the quota boundaries. However during the pilot it became apparent that not
all randomly chosen consumers had opinions to give or they could not provide the author
with examples of the behaviours they possessed. Therefore it was decided that the
selection of participants would come down to the discretion of the author to choose those
who were felt posses characteristics of the Savvy Consumer. Consequently, the younger
quota consisted of the author’s student peers and the older quota was made up of
neighbours, family friends and peers parents.

3.7 Interview Technique

Robson (2002) as cited in Saunders et al (2003) proposes, in depth interviews are most
suited to exploratory research when seeking new insights, however due to the experience

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of the author it was felt that some structure was required within the interviews to ensure
validity and focus of the relevant issues. Therefore semi-structured interviews were used.
Saunders et al (2003) explains that when issues to be discussed are complex, semi
structured interviews are most suitable, as it allows the interviewer to ask questions
dependant on the flow of conversation, in order not only to reveal and understand ‘what’
and ‘how’ but also to place more emphasis on exploring the ‘why’.

3.7.1 One-on-one Interviews

Potential interview participants were asked to participate in a 20min one-to-one interview
and were shown an A4 document to read comprising of a list of ‘Savvy Consumer’
behaviour characteristics devised from the current literature. (See appendix 2). This gave
the participant an insight into the theme of the interview promoting validity and reliability
by enabling the interviewee’s to consider the information and gain their thoughts before
questioning began. The author began by asking the participant how they would describe
marketing, allowing the researcher to gain an idea of the participants understanding.
Secondly the interviewer proposed the theory that consumers are becoming wiser and
savvier towards marketing, inviting the participants to discuss the extent to which they
agreed with this statement and to provide examples to support their arguments. Further
open questions were used to reveal attitudes and obtain extensive examples of situations
when participants had used the behaviours recognised from the handout. Probing
questions were also used when the interviewer felt it necessary to explore responses
further, to seek an explanation or to focus the direction of conversation.

3.7.2 Group Discussion

The group discussion was held more informally with the author’s fellow students who
were invited to join a group style interview to discuss their feelings toward and opinions
of marketing, drawing on experiences and examples of interactions in the marketplace.
Discussions began similar to the individual interviews with the author proposing the
theory inviting the group to discuss the extent to which they agreed or disagreed with the
statement and were asked to provide examples to support their arguments. The author

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then encouraged the group members to consider each others viewpoints in response to
questions and to add to what extent they agreed or disagreed with each others.

3.7.3 Recording of Information

A dictaphone was used to record each interview as the data collected was of a qualitative
nature it was felt that to be able to recall and quote examples from the discussion was
essential, rather than relying on the interviewer to recall correctly the words used or
meaning inferred. Gaining an accurate record of conversation was to help produce
reliable data and to control bias (Saunders et al 2003). All interviewees were asked
beforehand if the interview could be recorded and the reason for wishing to do so
explained. Recordings were transcribed immediately after interview while the interview
was still fresh in the mind of the interviewer and to prevent build up of interviews.

3.8 Analysing Qualitative Data

Qualitative means of data analysis provide ways of discerning, examining, comparing and
contrasting and interpreting meaningful themes (Berowitz 1996). Throughout the process
of qualitative analysis, Berowitz (1996) suggests the researcher should be considering
whether there are any patterns or themes, any deviations from those, and consider what
factors may explain those.

As identified in Chapter two the literature reviewed was split into four main topic areas
for consideration; the rise of the Savvy Consumer, the internet, product choice and brand
perception and advertising scepticism. It was concluded that the research conducted be
grouped into these same four areas to allow for relations to be made between literature
reviewed and findings from the research. Questions in the research were devised for each
of the four areas and therefore the findings from the research were also written up under
the four area headings.

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3.8 Limitations
Reliability, Bias, Validity and Generalisability are the key issues concerned with the
quality of data collected through semi structured interviews. Saunders et al (2003)
explain that semi structured interviews lack standardisation and in qualitative research
this leads to concerns of reliability. It is possible that the information gained in this
research would differ from that obtained by others if it were to be conducted with a
sample from different geographies or socio-economic groupings. The data collected is
also a reflection on reality at the time it was collected; participants views of marketing
may have been influenced by recent advertising or purchases they have made. It has been
noted previously in this chapter that non-probability sampling will not allow the extent of
the findings to be generalised to the whole population of consumers only provide insights
into the possible characteristics of a Savvy Consumer.

As the author selectively chose participants to partake in the interviews it could be

questionable as to the validity of the findings. The author argues that the purpose of this
dissertation is not to generalise findings consumer wide, but to identify emerging issues
in consumer behaviour in relation to marketing. Therefore it is not believed to be a
concern, as all selected are still consumers thus their opinions and behaviours are still
valid.

Another concern of interviews is related to forms of bias. Interviewer bias where

comments, the questions asked, tone and non-verbal behaviour can create bias in the way
interviewees respond. There is also a concern of bias in the interpretation of responses.
Interviewee bias is a possibility as well; the main issue in this study is that because the
interviewee was given a description of the characteristics of which the interviewer
believes the savvy consumer holds that they will have responded in a way to make out
they possess those characteristics. The task of the interviewer was to ensure the
participants could support their claims and opinions. Overall, it is believed beneficial to
have provided the participants with the material as according to Saunders et al (2003) this
should help promote validity and reliability by enabling the participants to consider the
information being requested and allowing them to assemble their thoughts and opinions.

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3.9 Summary of Chapter
In this chapter the methods to which the research for this dissertation has been executed
has been explained and justified. Pilot tests were carried out and the discoveries acted
upon for the final research. Individual and group discussion, semi-structured interviews
were used on a sample of 20 people forming two age quotas (18-25 and 35-60yrs old).
The main topics for interview discussion were, the respondents understanding,
perceptions and opinions of marketing their use of and thoughts on the internet, feelings
on product choice and branding and their extent of scepticism toward advertising.
Limitations were also identified and acknowledged whilst conducting the research.

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 Chapter Four ~ Findings

4.1 Introduction
This chapter outlines what was found whilst conducting the primary research and
provides analysis and discussion of these findings in relation to the research aim. There
were two different methods in which the primary research was conducted; individual
interviews with 10 participants aged between 35-60 years old and three participants from
the younger quota of 18-25 years old; and two group discussions held one with four
participants and the other with three participants all from the younger quota. The first
three sections cover the respondent’s comprehension of marketing, gains an insight into
their thinking of the reasons why they are becoming savvier and their perceptions of
marketing. The next section considers the savvy consumers use of the internet in
decision making. After which the participant’s thoughts on the amount of product choice
are detailed with special consideration as to their opinions on and perceptions of brands is
consider. Finally the extent of scepticism toward advertisements is considered. Under
each area heading responses are split according to the type of opinion expressed or
behaviour presented. Quotes from the interviews are supplied to highlight the points
made and identified during the research. See appendix 3 for a transcript of an interview
with a 37 year-old male and appendix 4 for a transcript of a group discussion with four
students.

5.2 Marketing Awareness

The participants in the research were firstly asked about what they understood marketing
to be and how they would describe their understanding of it. Some found providing a
description extremely difficult, while many could provide a very good account. When
respondents could not answer or struggled to answer it was debated whether this was
because people do not fully comprehend what marketing is or, as it seemed more likely,

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the respondents simply struggled to put their ideas over to the researcher. Six out of 20
respondents provided a great answer in which they explained marketing as information
on a product / service, how companies inform the public of its products, however most
respondents identified marketing to be how a company communicates with its customers.
For example, according to 24 year-old female student, “Marketing is communication
from a company to its customers to help it sell its products.” Similarly, a 37 year-old
male Account Manager identified marketing as “the promotion and sale of products and
services”. Several participants in the research throughout the interviews used terms
including “promotions” and “BOGOF’s” and they openly referred to product benefits and
had awareness of several marketing tactics such as multi-buys, catchy advertising. In
terms of demographics, respondents’ understanding of marketing did not differ in terms
of age or gender.

5.3 The Savvy Consumer

Next the respondents considered how to what extent they agreed or disagreed with the
statement that ‘consumers are more aware of and wiser to marketing tactics’. Every
respondent agreed with the theory, although their reasoning of what has caused it differed
between placing emphasis on experience and learning of consumers or technological
advancements, providing consumers with their own information. Furthermore three
respondents were quick to point out that marketing still had its place in influencing
purchase decisions. For example a 52 year-old male Business Development Manager
debated that “Consumers in general are wiser to marketing but I think it still has an
important role in helping people decide what to purchase”

Many respondents went on to provide the researcher with examples giving consideration
to the reasons why consumers are perhaps savvier. A 24 year-old student suggested that
marketing was having a lessening impact on consumers because there was that much of it
around; “[Consumers] they expect marketing don’t they, so it’s probably having less of
an impact”.

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A further five respondents also commented on the fact that marketing and advertising was
“part of life”.

Respondents considered that consumers were becoming more wary of and alert to
marketing and they are beginning to challenge what marketers tell them. A common
view was summarised by a 23-year-old female student “we know now not to believe
everything they say and we think… yeah right!”

All 20 respondents agreed that consumers were in general becoming wiser and more
aware of marketing. 14 out of 20 provided reasoning for their agreement which was
divided between experiences and learning or placing emphasis on the rising media
surrounding marketing and companies.

5.3.1 Experience
Seven people out of the 20 deduced that consumers are becoming smarter through their
experiences and are learning to have more confidence to apply this to future decisions.
As a 49 year-old female shop assistant explains “we’ve all bought something because of
marketing only to find out that its not as great as its been made out to be and it reminds
you not to take everything they tell you to be true” . Having negative experiences in the
marketplace led all of the consumers to doubt marketers and not trust what they say. This
was explained as a learning process and portrayed a “once bitten, twice shy” syndrome
which would leave them untrusting to all marketers. A 45 year-old male Technician
further suggested that as consumers “we have more confidence in our experiences and to
seek others opinion and more able to relate it to the marketing we see”.

4.3.2 Teachings / Society Encouragement

Equally seven people reasoned that consumers have more information and sources
available and believed that to be the cause for the rise of the Savvy Consumer. Many
provided examples of programs such as Watchdog and Rouge Traders, internet websites
such as Moneysupermarket.com and google.com and consumer magazines such as

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Which? helping them to challenge the marketers and give them power in their decisions.
A 37 year-old male Account Manager explained “these programs teach you to be smart
and to question things and to look into things”. One respondent went further to suggest
that society is becoming more accepting to consumers challenging the marketplace;

“Consumers are increasingly being educated toward asking questions and not to just
accept what is told to them…there are more consumer groups and advisory bodies
consumers are becoming more cynical about being told the truth and to look past the
hype of marketing claims” (male, 42yrs, Production Manager)

4.4 Perception of Marketing

After initial discussions, thoughts on how the changes in consumer’s attitude and
behaviour toward marketing had come about were sought. There were two groups of
responses identified in this section; those who conveyed their doubts and suspicions
about marketing and those who focused on their increase in control and power. There
appeared to be an underlying wish to beat marketers to have power control over their
purchase decisions.

4.4.1 The Suspicious

Half of the respondents drew on their suspicions of marketer tactics. They believed that
the reasons behind the rise of the Savvy Consumer are because consumers are encouraged
and inclined to doubt what they are told by marketers. This links back to the earlier
discovery of experiences in the marketplace resulting in a negative opinion of marketing.
Amusingly put by a 60 year-old retired male “I find marketing an awful lot of bullshit
really”. Most respondents could draw on an example when they made a purchase and
how that in real life it did not work as well as it was made out which resulted in
consumers getting their guard up against marketers with all products.

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As one female respondent put it; “we’ve all bought something because of marketing only
to find out that its not as great as its been made out to be and it reminds you not to take
everything they tell you to be true” (35yrs, Ambulance Dispatcher).

Seven respondents all from the 35-60 year-old quota provided examples in relation to
promotions where they explained that they doubted the integrity of offers. They
expressed that they openly questioned offers such as BOGOF’s and price reductions. As
described by one respondent,

“I went to buy a Satellite Navigation System and one make had £100 off original price
and my first question was why?...the sales person told me that it was because there was a
new model coming out soon so they wanted to shift the old ones” (male, 52yrs, Business
Development Manager)

This illustrates that consumers are not sucked into believing anything is really and truly
for their benefit and to assume that the company will have an ulterior motive for what
they offer. Although the respondent did go on to buy the Navigation System because the
price and criteria of the product was right for him, he was pleased that he had questioned
the reasons behind the sale. Further concerns were to do with the legitimacy of the offer
or sale, whether it was genuine or a con believing that nothing is ever free or as straight
forward as it may first seem. One respondent provided an example “I notice that shoe
shops sales involve them getting in cheap junk to sell at low prices at the front of their
store, hoping to get you in the door and that you might buy a non sale pair once your in”
(male, 37yrs, Account Manager).

4.4.2 Use of Marketing as an Awareness Tool

Another strong response that was expressed during the interviews was that marketing was
as a tool for awareness. This type of response was closely linked to the previous
discovery that the internet enables consumers to seek out their own information. Many
respondents spoke of marketing, especially advertising as a means of gaining an

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awareness of what was in the marketplace and felt its use was to draw your attention to
the products existence. They then would use the internet and other media as a means to
find out more or to compare specification and ultimately find the best deal as explained
by one respondent “Marketing’s role is showing me a new product but then I can access
the internet to find the best.” (Female, 35yrs Sales Manger). The use of internet in
purchase decisions is considered later in this chapter.

Two respondents during one of the group discussions considered their awareness of
tactics used by marketers and how they are impressed yet wary of the power marketers.
A 22 year-old female student stated “I do not pay particular attention to marketing but as
we are surrounded buy it; it is probably going noticed without me consciously making an
effort to see it”. A 21 year-old female student reasoned the need for marketing “we still
need it though don’t we?, to me marketing is more about making me aware of products in
the first place”.

4.5 Internet
The internet was mentioned by all 20 respondents as one of the main causes for the
increase in consumer’s power and the use of it meant consumers were relying less on
marketing. During the interviews it became apparent that there emerged four varying
groupings of internet users ranging from those who searched the internet as a habit for
purchases to those who very rarely searched the internet. Every person interviewed had
used the internet at least once to research a product.

4.5.1 In depth Researchers

It was found that seven respondents regularly searched for information on products, five
of which were from the younger quota (18-25yrs). They identified how they used search
engines to find review sites on the specific product of interest, used comparison sites to
compare product specifications as well as price and frequently made purchases over the
internet. They highlighted that the internet allowed them to find customers reviews on

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products, media reviews and information that was not available through original
marketing methods. A 25 year-old male student provided an example“ I never taken
anything at face value I always like to check things out through sites such as
Moneysupermarket.com before making any major purchases”. One 23 year-old female
student went further to explain how she used the internet;

“There’s no point in using the internet if you’re just going to look at company website.
The whole idea with investigating over the internet is to find out what other consumers
have thought or experienced. Company websites are going to be biased aren’t they?”

4.5.2 Occasional Browsers

This group consists of four consumers who used the internet for research purposes when
they felt they needed more information about a product. They searched for product
information as well as guidance as to where to buy the product the cheapest. A 24 year-
old female student stressed that the customer review websites were more trustworthy than
company websites.

“When I needed a laptop I went on the internet and searched through Google and found
sites that compared laptops across make, model and price because you know that every
company will say theirs is the best, so how do you know who’s is, these comparison
websites are more impartial”.

One male respondent also acknowledged that some of the information that can be found
over the internet can still be a means of marketing, “I like to use the internet to check
things out before I buy but I don’t know even then if I 100% still trust the information I
get there” (47yrs, Salesman)

4.5.3 Rare Situation Searchers

This group of three consumers acknowledged that the internet will have empowered
consumers to search out information they want and check out products before buying

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them. However is was pointed out, they only do this very rarely when they feel they
require more product information or want to investigate whether what they have gathered
from marketing is true.

“I suppose the internet has helped consumer as we can now go and check things out or
find out stuff on our own but I would only do this if I have a direct need to such as a big
purchase that costs a lot or about a complex product that I do not know enough about.
That’s when I would be more likely to look up the internet for reviews etc” (35yrs female
Salesperson)

As considered in the above quote the perceived use of the internet here is to give
consumers more knowledge about something they do not commonly know. Of all the
examples provided they all took the form of some kind of technology; laptops, mobile
phones, Xbox, digital camera. The internet was used to learn about the product benefits
and the different makes and models available.

4.5.4 Price Checkers Enquirers

This was the second most common response by six out of the 20 people interviewed.
They reasoned why they used the internet surrounded the price of the product. The
comparison webpage’s were most widely used to find out which stores sold the product
the cheapest and less about product features and benefits themselves. Some respondents
concluded that they would end up buying the product over the internet as this proved to
be cheaper than in retail stores.

“I check the likes of marketplace.com and reviewcentre.com to find out where I can buy
what I want the cheapest”…When I wanted a new phone, I searched on the internet but it
was only to find out where I could get the phone I wanted the cheapest” (18yrs male
student).

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It was found that the older respondents were more concerned about price and where they
could get the best deal as four out of the six respondents in this group were from the older
quota.

4.6 Product Choice and Brands

This topic area took the form of two separate natures of discussion; product choice and
brand perception. Product choice was concerned with finding out people’s opinions on
choice surrounding product types and benefits. Brand perception sought to identify
consumer’s opinions of brands and the value they attach to brands.

4.6.1 Product Attributes and Choice

Respondents in this section can be classed into two further groupings; those who felt
confused by the level of choice consumers have today and those who embraced the
choice and used it to their advantage to get more out of companies.

4.6.1.1 Confused
Only two out of the 20 respondents deduced that they did not like having more to choose
from after reasoning that more choice left them more confused than empowered. They
considered that too much choice put marketers more in control by leaving consumers not
knowing where to turn to and who to believe.

“I get confused by too much choice; I find it makes our job harder to balance all the
different makes of product you can buy. I think we’re more dependant on what
companies tell us if we don’t know where to turn ourselves” (49yrs female shop assistant)

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The other respondent although he expressed his confusion through too much product
choice he recognised that some extent of choice should be of benefit to him “…I guess
that it should work to my advantage and give me more power to choose rather that be
limited in my options” (18yrs student).

4.6.1.2 Empowered
The rest of the respondents welcomed more product choice, believing this put the control
into the hands of the consumer. Some also drew on the increasing expectations of
consumers highlighting that they are better able to compare and judge products and
companies by their offerings. More choice was identified to allow consumers to make
comparisons and armed with more information they feel better equipped to make
decisions and judgements on products and companies. For example a 37 year-old male
Account Manager explained “I like to investigate my options because I feel that with
more choice I can have more to compare on”. This made the assumption that more
product choice meant more information and is one which most respondents had. They
did not acknowledge the difference between more choice and more information.

One 52 year-old male Business Development Manager even believed that society was
more acceptable now for consumers to challenge marketers and companies to ask for
more or to demand extras or discounts playing one company off another. The same
respondent told how when he was moving house and kitting out his whole kitchen with
white good he learned to ask for things such as bulk buying discounts on fridge, freezer,
washing machine, dishwasher etc seeing what deal he could get. He then went on to
explain how after he received an offer from one company he went around the corner to
the next electrical retailer and explained his situation and asked what offer they could
offer him in order to gain his business. This provides a great example of consumers
recognising their power and using it to play retailers off one another to get the best deal
from themselves.

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4.6.2 Brand Perception
There were three apparent groups under this topic area. Those who protested that brands
were extremely important and had major benefits over unbranded products, those who
somewhat doubted the real benefits of brands and those who challenged the importance
of brands.

4.6.2.1 Brand Followers

This group insisted that brands still held an extremely powerful place in the market. Six
respondents, four of which were from the older quota believed brands have a standard to
live up to and because of their high position in the market they would try harder to keep
their reputation and therefore their products would be top of the market.

“brands are important as if a brand has a good reputation then it is based on experience
of others opinions of the brand, marketers cant make it up. Purchasing a brand then is
more likely to be a good experience but I suppose it depends on what the customer’s
expectations are” (45yrs male Technician)

One male respondent (60yrs retired) pointed out that big brands had made investments in
research and testing to develop their products to a higher level than unbranded products
could summarising that branded products are still well ahead.

4.6.2.2 Brand Doubters

Nine out of the 20 respondents said they now question the benefits of brands when
compared to unbranded products; however this fell mainly surrounding low involvement
fast moving consumer goods that were classed as low risk. This group did however
identify that non branded products are beginning to raise their standards up to the level of
branded products. This seemed only to be the case with low involvement purchases like
those from a supermarket where it was deemed that, for example, Tesco ‘s own label
products were suggested to be of similar quality to leading brands.

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“brands are still important in clothes and stuff like that but maybe not as much in food
because all the supermarkets own brand labels are about the same quality and sometimes
better, and you know that some of the stores stuff could be made by the same people”
(23yrs female student)

It was significant that although they would try the unbranded products it depended on the
experience of the product as to whether or not they would continue to buy the unbranded
product admitting that they would still compare the level of quality to that of the branded
products.

“Brands to me are not really important as long as the item ‘does exactly what it says on
the tin’ the most important thing for me is value for money...but admittedly when
reliability is important like a car or TV then brands do tend to have a better reputation ”
(42yrs male Production Manager)

This quote also reinforces the suggestion that low involvement goods are more open to
trial of unbranded products.

4.6.2.3 Brand Challengers

There were five respondents three of which were from the older who believed that non
branded products were as good as branded products and that branded products did not
deserve the premium price they charge. As a 47 year-old male Salesman suggested “It’s
a misconception that branded products are better than others…especially when it comes
to food shopping”. Once again it became apparent that the exceptions to this were the
technological and electronic products the difference being that they required a lot of
research and development; “brands are not too important to me but when it comes to
things electrical goods, brands show quality” (35yrs female Ambulance Dispatcher)

One female respondent went further to point out that they would be willing to
compromise a little on quality for a cheaper price; “brands can sometimes be important

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but I suppose that is the quality of the unbranded product is the same or outweighed by
the lower cost then I would buy that instead” (46yrs Nurse)

4.7 Advertising Scepticism

Many responses and examples provided by the respondents surrounded advertising
mainly TV adverts before the interview reached this section of questions. Responses
were classified into two main groups; Advert Questioners, and Wary Viewers. This topic
area proved difficult to group responses within as the response from all participants was
very similar in nature. In both groups there was a general appreciation that whether the
ads hyped up the product, misled or annoyed, that they served a purpose in marketing.
Informing consumers of products existence, up and coming offers or even to get a
product stuck in your mind were among the responses.

4.7.1 Advert Questioners

Five respondents conveyed their total lack of trust from the hype of advertising that
makes products / services out to be better than they are. They were quick to say that they
were always very suspicious of advertising and that they automatically doubted what they
were told due to experiences when they were ‘misled’ or ‘stung’ by advertising claims.

“I’m sure everyone has bought a cleaning product that they’ve seen on the TV that’s
meant to clean up so well or so fast and easy and they’ve got it home to use and it doesn’t
work like that” (female, 46yrs, Nurse).

During one of the group discussions two participants discussed the effects of advertising
and their attitudes toward it. A 20 year-old female student said “They over glorify things
in adverts it leaves you thinking oh I’m sure it works like that” to which a 22 year-old
male student added “yeah you wonder if they actually think that we believe it is that
great, no one nowadays can be stupid enough to believe that”.

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This group also implied that once they had been stung they would then look upon every
advert with the same discerning mind. These consumers acknowledged that they
somewhat paid attention to adverts but they did not directly effect their purchases. Five
respondents commented on how they turn the channel or ignore the TV when adverts are
on. Four respondents focused on expressing their annoyance at advertising especially TV
adverts which they said resorted in them changing channels during advert breaks. The
main issues with TV ads came from the frequency and repetition of similar ads or that
methods used by advertisers. However many respondents had the appreciation that these
annoying adverts did work because people would remember them. For example a 49
year-old female shop assistant proposed “I guess that’s what they’re trying to do though,
get them to stick in your mind, even if they do annoy you”.

4.7.2 Wary Viewers

The remaining 15 respondents fell somewhere in the middle expressing that they did not
totally mistrust all advertisers nor did they imply that they were easily led by advertisers
but more voiced their ability to judge adverts. They identified that advertising will work
on them although they disliked admitting this and were quick to point out that they did
not take adverts at face value and that they questioned the truthfulness of most
advertising and relied on other inputs to make them purchase a product.

“if I seen an advert that was saying this hair gel has this much hold or that a product
would work like so, I would be more likely now to go and ask somebody or see if any of
my friends had tried the product before I went and bought it” (male, 18yrs, student)

Although consumers acknowledged the fact advertising works sometimes without them
even realising it, they point out they are not totally fooled by this and that they are wise to
the tactics used in adverts. For example a 22 year-old female student acknowledged “you
realise the things they do in adverts like music and bright colours etc are to market to
your feelings and emotions”.

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4.8 Summery of Important Findings
Awareness of marketing was found to be higher than expected and the author was
surprised by the ability of some respondents to provide explanations or a definition of
what marketing is.

All respondents recognised the internet as the main source and driver of the Savvy
Consumer and everyone interviewed had at least once used the internet to research a
product even if it was just on price basis. Respondents mentioned which? magazine and
other consumer magazines but no one used this media in their examples.

All examples provided, except when references were made to supermarket purchases in
the product choice / branding section, were of high involvement, high price goods. This
highlights that consumers give more concern to purchases that are going to cost them
more. Everyone interviewed agreed that they would purchase unbranded cheaper
products over dearer branded products if the quality was the same. However there were
differences in opinion as to the actuality of this and to what extent they would
compromise on quality if the price outweighed the difference. Nearly all interviewed
agreed that more choice allowed them to make better assessments of products and gave
them power to decide what make of product met their needs best.

4.8.1 Age Differences

The most significant difference between the age quotas was that most respondents who
used the internet frequently were from the younger quota. The information they could
access via the internet was their foundations for basing their judgements. Emphasis was
placed on them being able to check out things they were told. Older quotas relied more
on the experience in the marketplace to aid their judgements on products, adverts and
brands.

It became evident that older respondents had more to say and more opinions to give; this
could be due to their experience in the marketplace and in life. They seemed to find it

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easier to convey their comprehension to the researcher throughout the whole interview. It
is felt that the younger respondents found it harder to open up and put their opinions
across to the researcher. One explanation for this could be intimidation by their relatively
close age to that of the researcher.

4.8.2 Gender Differences

There were no significant distinguishing factors between genders however females
tended to portray their scepticism, annoyance and lack of belief in advertising more than
males. Males appeared to be more sceptical of offers and more easily questioned their
actual benefit to which females focused on the fact that even these not entirely genuine
offers still resulted in certain advantages for them. These dissimilarities are not felt to be
of any real importance as the underlying comprehension and hesitance toward marketing
are still the same.

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 Chapter Five ~ Discussion and Conclusion

5.1 Introduction
This chapter endeavours to discuss the findings discovered throughout this dissertation
comparing to what extent the research conducted by the author was similar to that of the
reviewed literature and considers that which differed. It also reflects on the extent to
which this dissertation achieved the aim and objectives set. The aim of this dissertation
was to identify the extent to which consumers are becoming more marketing-savvy, to
identify and analyse their decision making strategies and to consider the marketing
implications of this new category of consumer. The research sought to achieve the
following objectives.

o Establish the degree to which consumers are becoming more marketing-savvy, wise
and perhaps becoming more sceptical towards marketing.

o Identify the strategies used by these consumers to make informed decisions and
purchases and how they block out many marketing messages.

o Examine the future implications for marketing and how marketers can stay ahead of,
and successfully market to, these marketing-literate consumers.

5.2 Discussion
Throughout the primary and secondary research the author identified and concentrated on
four main areas; the rise of the Savvy Consumer, the effects and use of the internet,
product attributes and brands and scepticism toward advertising. This section considers
the key findings from the author’s research and the issues from the literature in relation to
the aim and objectives of this dissertation.

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5.2.1 The degree of the Savvy Consumer
This dissertation identified that it has became increasingly more evident that consumers
are becoming more aware of and savvy toward marketing. In review of the literature it
was suggested that consumers are becoming more informed and able to judge the merits
of marketing and products for themselves. This was supported throughout the author’s
findings beginning with their understanding of marketing. The detail to which many
respondents could identify with marketing and actively use marketing language such as
BOGOF’s and promotions, further supported the literature’s conviction that consumer are
more conscious and knowledgeable of marketing.

Experience was the main cause for not trusting marketers identified, from this
dissertations research. Respondents blamed a string of bad experiences and
disappointments for their increasing scepticism which results in a “yeah right” attitude.
This proposes questions as to why people act more on or are more affected by their
experiences now than in the past. There have always been bad experiences and
disappointments by marketers, but people now have more confidence in their experiences
and applying their learning’s to future behaviours. The author suggests that society today
is more encouraging to consumers to challenge marketers and to have faith in their
opinions accepting they have power. Consistent with the literature reviewed it was noted
in the interviews that the more publicly available information surrounding business
methods was a cause for the rise of the Savvy Consumer. It became apparent through the
research how TV programmes, newspaper and magazine articles are containing
information that is shaping consumers’ behaviour. These along with consumer bodies
encourage consumers to question marketing hype and to take it as ‘hype’ rather than at
face value. Focus throughout the previous literature surrounded the power of consumers
being due to the internet, marketing publicity educating them and increasing their
knowledge (Brown 2004) but, it did not relate this to the experience that author found to
be the underlying factor most evident in the Savvy Consumer.

Birchall (2006) put the rise of the Savvy Consumer down to their need to balance
spending resulting from increases in electricity bills and other inflations in cost of living.

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However during the author’s research this was never identified to be the case, the
underlying motive seemed to be consumers strive to feel smart toward marketing,
consistent more with Mintel (1998).

Contrary to Proctor and Kitchen (2002) who stated that more product choice left
consumers feeling over loaded, all bar two respondents in the author’s research
concluding more choices benefited them. Concerning product choice Mintel (2004)
suggested that the breadth of choice is strongly related to the quality of product
information. This was supported in the author’s research, through which it was noted,
that although nearly all participants expressed preference to more choice, they all linked
that to availability of information on which they could base their decisions. Somewhat
dissimilar to Raymond (2004), who proposed brands were increasingly challenged and
frowned upon, it was established in the author’s research there was a strong feeling that
branded products did carry a high price for a reason and they justify this. As explained in
the findings, a lot of respondents stressed the importance of brands, recognising that
brands had to live up to a certain standard to maintain the brand name and that this meant
the product would be of the highest standard available. As brands tend to carry premium
price it would therefore suggest that tight control of money cannot be the driving force
behind the need to be savvy.

Conforming with Spero and Stone (2004), Roberts and Manolis (2000) Boush et al
(1994) and Mintel’s findings (1998, 2002) savvy consumers are now questioning what
advertisements tell them, the research in this dissertation found that savvy consumers are
very sceptical toward advertisements especially TV ads. Nonetheless there was still
appreciation of the purpose of adverts and although many are annoyed at the frequency
and hype of adverts they concluded that its overall effect on them as consumers was to
make them aware of and remind them of products in the marketplace. Once again the
reason for the scepticism was noted to be experience in which consumers have had a
negative encounter and therefore in future deem all adverts to be practicing the same
build up of over enthusiastic claims. However, through all the complaints around
marketing hype misleading consumers, they did have an appreciation of advertisers and

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the job advertisements do, which also seemed to lead their scepticism toward adverts.
This is consistent with the previous study by Boush et al (1994) where they identified that
mistrust stemmed from their knowledge of advertiser tactics and motives.

5.2.2 Profile
The savvy consumer did not fall into a specific profile of age, gender or social status
group either among the previous literature or from the author’s own study. However
some significant differences became apparent in why they believe they are savvy and the
extent to which and for what purpose the internet was used.

As explained in the findings older respondents placed their emphasis on learning from
their experience and how it made them doubt marketing. This Herbig et al (1993)
explains as suspicion of unsubstantiated product claims. This further agrees with other
previous literature by Wolfe and Sisodia (2003) who believe ‘customer experience’ is
what causes them to be less responsive to promotional messages. The younger adult
consumer, according to the research, views marketing as a part of life, places heavily
reliance on internet and is proud of their skills in researching. Further supporting Spero
and Stone’s (2004) belief that the digital world is the main environment where young
consumers learn and communicate, the author’s research confirms that they integrate
their interests in the internet and worldwide web, into their decision making and purchase
behaviour.

Brown (2004) suggested that the profile of the Savvy Consumer was unrelated to their
level of education however, what become apparent during this course of this dissertation
that not everyone the author attempted to interview was capable of giving or did have an
opinion to share. As described in chapter three, there were several failed interviews
where the participants were not forthcoming with information and did not have a strong
opinion to give, or did not have much of a realisation of the marketing environment.
Therefore it can be concluded that there is to some extent a certain level of education or
intelligence apparent in that of a Savvy Consumer. Although the best and most intriguing

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responses came from those within professional roles, especially within the business
environment, all situations described were that of normal consumer purchases, using
everyday products, means and sources of information as examples. Therefore it could be
suggested that although not all consumers will be ‘Savvy Consumers’ they all possess the
capabilities of fitting this category of consumer.

5.2.3 Strategies Developed and Used

The respondents showed an appreciation for marketing, especially advertising, referring
to it as a tool for creating awareness and desire for a product, but that they sought to
justify their purchase by gaining information for their own. The increase in power,
coming from the information they hold allows them to challenge what they are told. The
steps they took, whether it was asking friends, shopping around, reading magazines or
browsing the internet, were all aimed at allowing them to make informed decisions.
Internet means, such as comparison sites, were trusted as sources of information more
than marketing methods and believed to be more impartial, meaning consumers are
seeking straightforward, honest information.

Mintel’s (1998, 2001) claim was substantiated throughout the research interviews where
by all respondents had at least on one occasion used the internet to search for information
before making a purchase, many using it as their primary source of information.
However contrary to Urban (2004) who stated that consumers using the internet were
becoming meticulous in researching their purchases, it was apparent that there was
difference in the degree to which the internet was used and indeed for the specific
purpose it was used. The two most common uses of the internet were found to be at one
extreme to another. This ranged from habitual use, to compare product specs and
searching for deals in price, to rare use only really for finding the cheapest outlet for a
particular product. As explained in the previous chapter the younger savvy consumers
were more likely to make full use of the internet technology available using search
engines and comparison sites to compare product specifications and price. The older
consumers in general, although not all, used comparison sites simply to find out where

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they could get the best deal, whether this is due to their requirements or that they are not
fully aware of the opportunities of the internet.

It was confirmed that the internet was fast becoming the first port of call (Mitchell 2005)
for savvy consumers but, although people recognise the internet as a source of
information to benefit them it seems as though they are not yet using it to its full potential
and that it is not fully integrated into their decision making behaviour. This suggests that
consumers are aware of and able to put the internet to use, but that they only do it when
there is a strong requirement to do so. However, they are perhaps becoming more
thorough in the aspects that they do research, as the internet does not replace other
channels of information searching, such as shopping around or seeking recommendations
but simply adds another layer. This is in agreement with van Dijk, Laing and Minocha
(2006) who suggested that consumers use the best mix of channels to suit their needs.

The research identified a strong link between product choice and its effect on the
expectations of consumers toward products and of branded products. It was conclusive
that further choice of the same product provided consumers with the foundations on
which they could research into the product or compare the features of each, in order to
make an informed decision for themselves. This was believed to be a transfer of power to
consumers leaving them more able to judge the merits of a product for themselves. It was
discovered that although consumers were willing to give unbranded products a chance, it
depended greatly on whether the product satisfied their needs. It was also implied that
the balance of quality and price would have to be correct. Moreover it was identified to
apply to branded products as well, as they would still have to justify their price.

Savvy Consumers are cynical about products and do not expect them to work as well as
the advert says. They were also found to analyse the strategies behind the advert, not just
see it at face value. Frustration at advertising hype and feelings of doubt resulted in
many consumers doubting all adverts that portrayed some kind of extreme or unrealistic
benefit. Their attitudes and experiences from one advert affected their opinion of all
adverts. Since wary and cynical consumers are bombarded with an ever increasing

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number of advertisement messages, they immediately tend to put up their defences as
they detect they are being sold something.

5.2.4 Implications for Marketing

The internet was discovered to be most responsible for the rise of the savvy consumer as
Mintel (2001) states that it has undoubtedly had a strong impact on marketing,
advertising and purchasing habits over the past few years. It has become evident that
consumers shut out messages because they know they can rely on finding their own
information. McLagan (2005) proposes that before the internet, companies pushed their
messages though mediums of their choice but now the consumer is beginning to reverse
the flow of marketing information. This disintermediation means a loss of control for
marketers as they can not dictate or control, to the same extent, what consumers see, hear
or read.

Another implication for marketing is concerned with consumers, equipped with the
information they need are becoming increasingly more able to negotiate extras, certain
purchase terms and able to play one company off another. This was highlighted by the
example in the previous chapter where a respondent explained the process he went
through while kitting out his kitchen playing one retailer off another. The more
information available to them the better, but overall this is shaped by the acceptance in
society enabling them to do this.

A main point uncovered in this dissertation was the distinction between low and high
involvement goods. It was apparent from the research the Savvy Consumer focuses on
their ability to research and judge high involvement, high priced goods, such as mobile
phones, i-Pods and Sofas, where the emphasis is on finding out about products
specifications and finding where they can get the best deals. When it came to low
involvement consumer goods, mainly from supermarkets, the Savvy Consumer’s
discretion emphasised on showing their awareness that branded products may not
necessarily be the best quality and did not always deserve their premium price. Therefore

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the implications for the marketer are dependant on the nature of product. Low
involvement goods such as grocery items will be more effected by the idea that own label
and unbranded products are now providing similar and sometimes the same level of
product package. High involvement products such as cars, TV’s and mobile phones, will
be increasingly affected by the exploitation of the internet.

Both low and high involvement goods in their own right will have consequences as a
result of advertising scepticism. It will depend on the plausibility of the advertising
claim. Hard to believe content will face further scrutiny in the future while even realistic,
believable adverts may begin to suffer from the mistrust of cynics looked upon with the
same discerning eyes. Marketers have themselves caused this cynical consumer through
over hype and letting them down by not satisfying their needs as promised resulting in
consumers who are now beginning to frown upon marketing perhaps overtly wary and
becoming too quick in judging products. Marketers may have to be honest in their
marketing and advertising providing consumers with justifiable, good experiences that
will hopefully start to shape positive opinions and behaviours toward marketing.

Consumers are enjoying their new found knowledge and ability so it could be suggested
that marketers should rise to the sophistication level of the Savvy Consumer. Patronising
or over simplistic marketing will simply aggravate the Savvy Consumer more. Also the
author suggests a balance between Wolfe and Sisadio (2003) belief that emotional
appeals work best because belief is not required and Obermiller et al (2005) who suggests
straightforward direct informative marketing and advertising appeals more to the Savvy
Consumer. From the findings within the author’s research it would be suggested that the
respondents preferred marketing in the form of the latter.

It can be further suggested that marketers focus on communicating the clear benefits of
their product, showing clear differentiation thus allowing the consumers to find out about
the product and make their own judgements rather than attempting to do so for them. The
Savvy Consumer does not appreciate attempts of manipulation or over persuasion.

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5.3 Conclusion and Final Thoughts
As summarised by Mintel (2002) a new breed of consumers are emerging, who sees
through marketing hype and accepts nothing at face value and implies that consumers
enjoy the browsing stage of their decision making. Retail Week (November 2002) as
cited in Mintel (2002 pp.18) suggests that “the new agenda is all about helping buyers
buy, rather than seller to sell”. Taking this in relation to the Savvy Consumer, to
insinuate that the way to deal with / successfully market to them is to support their desire
to search information.

Literature concluded that there is an increase in awareness of marketing which is

supported by the author’s own research, showing that consumers do have a better
understanding of and comprehension of marketing tactics and the marketplace overall.
There is also a developed appreciation of marketing where consumers, although they
have been identified to be annoyed and sceptical toward it, they nonetheless recognise the
need and purpose of marketing. The other underlying motive for the rise of the Savvy
Consumer was identified, by the previous literature and in the author’s research, as
society being more encouraging toward consumers to challenge what they are told,
especially researching.

The rise of the Savvy Consumer has proved to be a direct result of the advancement in the
technology of the Internet and World Wide Web, opening up endless opportunities for
consumers to take information into their own hands. Although the research for this
dissertation concluded that the internet was not being used to its fullest potential, it has
the prospect to influence the future decision making behaviours of many consumers.
With consumers having more confidence in their experience and the increasing use of the
internet it is the opinion of the author that the Savvy Consumer will continue to develop
strategies of which to challenge marketers. As mentioned previously the younger
generation being more technologically skilled makes the best use of the internet and will
become the older generations with the same ability and increased experience. Future
generations will be exposed to the same, if not more improved versions of internet
capabilities and be even more equipped to empower themselves with the information.

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Key behaviours and strategies of the Savvy Consumer were successfully identified to be
lack of trust toward marketers, especially advertisements leading to doubts of marketers
tactics in general. These consumes also strive to collect their own information through
mediums, mainly the internet, to allow them to make purchase decisions on their own.
However the author recognises the lack of evidence or indicators of how the Savvy
Consumer has developed strategies to block out marketing messages other than channel
switching or simply ignoring or dismissing messages they hear.

Various future implications of the Savvy Consumer were considered including

consequences the internet is having on behaviour. Consumers better equipped with
product information are in an improved position to compare product specification
resulting in some disintermediation of channels such as retail sales people and improved
ability to negotiate sales terms. Further considerations were given to how product choice
and brand perception could effect low and high involvement goods differently and the
effects advertising scepticism is having.

Similar to Proctor and Kitchen (2002), Urban (2004) and Obermiller et al (2005) the
author deduced that markets will have to up their game in order to successfully market to
the Savvy Consumer and offered some considerations on how marketers can market to
the Savvy Consumer.

The aim of this dissertation was to identify the extent to which consumers are becoming
more marketing-savvy, to identify and analyse their decision making strategies and to
consider the marketing implications of this new category of consumer. Overall the author
feels that the aim of this dissertation was met through the achievement of the objectives
set. Literature reviewed provided some insights into the rise of the Savvy Consumer and
the reasoning for this occurrence, this dissertation attempted to pull together the literature
surrounding various fields of research and to investigate these findings over a wider age
range than considered previously. However the author feels there still remains a
weakness in the understanding of the full extent of the Savvy Consumer and what this
means for marketers.

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5.4 Limitations
In review of this dissertation, the author considers the process by which the primary and
secondary data was collected and the overall nature of the material considered. It is
reflected that the scope of content considered was perhaps too wide. The author feels that
trying to combine consumers opinions, focusing on the internet, product choice and
branding and advertising was too wide and did not allow for great depth into each area.
Mintel (1998), Boush et al (1994), Obermiller at al (2005) considered only advertising
alone in their studies. While Herbig et al (1993) and Roberts and Manolis (2000)
although considering wider marketing aspects, reflected on only one or two specific
generation. Therefore the author proposes that focusing on fewer areas of marketing or a
smaller more specific age group would have allowed more in depth analysis.

As there was no indication from the previous literature as to the profile of the Savvy
Consumer the author’s research was initially very wide and based more on ease of
availability of respondents. From the pilot, as stated in the methodology chapter, it
became apparent that the Savvy Consumer theory did not relate to everyone. Therefore
careful selection of participants was required. A much wider sample would be required
to provide a better understanding as to the typical demographics of the Savvy Consumer
and to gain an indication as to the volume of this consumer. Due to time constraints the
focus on and opinions acquired only briefly covered the issues that could be covered
within each area. A final limitation concerns the author’s lack of experience in
interviewing techniques, which will have resulted in a lack of full in-depth exploration
into the participants’ thoughts and reasons underlying their behaviours.

5.5 Recommendations for Future Research

The complex nature of consumer behaviour research and that of an emerging consumer
attitudes and behaviours requires rich and wide ranging research in exploring such
advancements. The author suggests that research be conducted considering the attitudes
of the Savvy Consumer in relation to these marketing tactics perhaps looking more

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specifically at each in turn and more in-depth. Consequently it is recommended that
future studies consider only one or two aspects of marketing at a time. It would be
necessary for any future research to contain a greater sample to deduce any significance
in age comparisons. Consideration may also be of interest as to whether their attitudes
and desires reflect in their actual behaviours and are not just unsubstantiated claims they
make.

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Appendices

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Appendix 1

Characteristics of the Savvy Consumer

- They have increased scepticism especially towards adverts – they pay less attention to
ads, expect less value from ads and rely less on ads for decision making.
- They read magazine, newspaper reviews – product interest and involvement not only
when researching products they intend to buy.
- They question all marketing, products, sales and benefits, taking nothing for face
value and are vigilant against attempts of marketing looking behind for motives
- They use the internet as an everyday resource
- They have higher expectations of products, brands, companies and marketers
- They avoid or ignore marketing messages they do not want to hear / see, actively
blocking out marketers tactics
- They know their worth to marketers, recognising their power
- They like plenty of product choice and information

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 Appendix 2

The “Savvy Consumer”……

MARKETING ATTITUDES TECHNOLOGY / INTERNET

have doubts about marketing prefers to search for own product

information
questions accuracy of information

knows their strength of position in knows how to get plenty of

the marketplace recognising their product and company
power information

is suspicious of being taken in by uses the internet frequently to

marketing ploys; and is gain product company info
somewhat annoyed at this

has knowledge and

understanding of marketing PRODUCT CHOICE /
BRANDING

knows there can be a wide choice

ADVERTISING SCEPTICISM and has the ability to assess and
compare benefits
distrusts advertising

has a strong opinion of

advertising is less than satisfied with so
called benefits of products as
will actively ignore / block out promoted by marketing
advertising messages

has high expectations -Wants

their needs matched explicitly
plus more

Questions the value of branded

products over unbranded

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Appendix 3

Can you describe what marketing is?

the promotion and sale of products and services

To what extent do you agree with the following statement?

“Consumers today are more aware of and wiser to marketing tactics”

I agree a lot with that statement because people don’t trust marketers the same; consumers are wiser but I
still think marketing has an important part in helping people decide what to purchase.

Why do you think consumers are perhaps savvier / wiser than they have been in the past?
There is more exposure to different types of information for example research on the web, 100’s more TV
channels and more freedom of speech.

Why do you think you don’t trust marketers?

There’s a lot of programs on the TV like Watchdog and these programs teach you to be smart and to
question things and to look into things”.

What sources do you trust more?

I prefer word of mouth recommendations from others I trust and the independent sources that can be
accessed online

Can you give me an example of when marketing has influenced you to purchase a product?
I seen an advert on the TV for a new medicine for a sore throat that did not require liquid or a spoon, you
just popped it on you tongue. I thought – perfect for when I’m in the car (the example the advert had given)
so I purchased some.
Although I do not pay particular attention to marketing as we are surrounded by it, its probably going
noticed without me consciously making an effort to see it.

Can you give me an example of a time when you have felt wise to marketing?
When I was looking for a new mobile phone I felt the marketing to be based appealing to a mass market
and as my own needs were very specific I researched the via internet so the overall marketing of mobile
phones did not effect my purchase.

Tell me about another purchase you made where you used the internet to aid your purchase?
When I was looking to buy a new car for my wife I researched on the web to read up on the best models and
looked at the specifications available, then looked at various outlets to see what prices and insurance offers
etc there was. Then I went to several dealers to test drive.

What is your opinion on branded products?

If a brand has a good reputation then it is based on a good product, service and experience of others,
therefore it means the chances of a positive experience from that product is increased. A cheaper or less
quality brand will have a reputation of being a less positive experience but this does not always hold true.

Would you say that branded products now have a less of a perceived benefit over unbranded
products?
No! Branded products to me have always been important. They are associated to quality. But if quality and
service were believed to be equal to that of a branded product then I would try unbranded products.

What are your opinions on advertising?

I don’t like cheap corny adverts, or those that make out products are so much better than they are. I like
uniqueness and smart adverts, those that get straight to the point.

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Appendix 4

Can you describe what marketing is?

it’s a company’s communication to us (20yrs female)
its how they sell their products (18yrs male)
Marketing is communication from a company to its customers to help it sell its products. (24yrs female)
Yeah its way they make us buy their products (22yrs female)

To what extent do you agree with the following statement?

“Consumers today are more aware of and wiser to marketing tactics”

Yeah I would say that’s true (22yrs female)

I’m defiantly more wary of markets (18yrs male)
I agree it think we trust them less (24yrs female)

Why do you think consumers are perhaps savvier / wiser than they have been in the past?
they expect marketing don’t they, so it’s probably having less of an impact (24yrs female)
it is its part of life we get used to it (18yrs male)
people are smarter because of having access to the internet they can check things out (24yrs female)

Why do you think you don’t trust marketers?

Because we don’t need to, we can find things out for ourselves (24yrs female)
As they tell you one thing and its not 100% true (20yrs female)
Well they can’t lie can they? But the make things out to be better than they are (18yrs male)
Yeah they hype things up (24yrs female)

What sources do you trust more?

The internet (24yrs female)
I like to get advice and recommendations from friends (20yrs female)

Tell me about another purchase you made where you used the internet to aid your purchase?

“When I needed a laptop I went on the internet and searched through Google and found sites that
compared laptops across make, model and price because you know that every company will say theirs is
the best, so how do you know who’s is, these comparison websites are more impartial (24yrs female)

I was wanting to buy a digital camera and there is so many of them about that I began by looking on the
internet to see what models suited my needs then used comparison sites, I think it was reviewcentre.com (20
yrs female)

I check the likes of marketplace.com and reviewcentre.com to find out where I can buy what I want the
cheapest”…When I wanted a new phone, I searched on the internet but it was only to find out where I
could get the phone I wanted the cheapest” (18yrs male)

You mentioned there being a lot of digital cameras on the market to chose from. Do you think
having more product choice gives consumers an advantage?
Yeah I think it gives you more to compare and chose from (20yrs female)

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No I think it confuses me because I never know where to start, I guess that it should work to my advantage
and give me more power to choose rather that be limited in my options” (18yrs male)

No I would say it does help us as consumers. It means we can decide for ourselves what one best matches
our needs (22yrs female)

What about brands, what is your opinion on branded products?

I think all products are becoming more the same, just with different price tags, although now even that is
becoming more the same, for example when your in the supermarket Tesco finest can be about the same
price as a leading brand (24yrs female)

Yeah I think brands are still important in clothes and stuff like that but maybe not as much in food because
all the supermarkets own brand labels are about the same quality and sometimes better, and you know that
some of the stores stuff could be made by the same people” (20yrs, female)

(agreement)

What are your opinions on advertising?

To me adverts are about making me aware of products that are out there (18yrs male)

Adverts can sometimes be a lot of rubbish, they make everything to be better than it actually is, it’s the over
hyping things again (24yrs old)

Yeah if I seen an advert that was saying this hair gel as this much hold or that a product would work like
so, I would be more likely now to go and ask somebody or see if any of my friends had tried the product
before I went and bout it” (18yrs male)

“we know now not to believe everything they say and we think… yeah right!” (20yrs female)

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